MOBILE MARKETING
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LUNCH AND LEARN | NEW MEXICO AMERICAN MARKETING ASSOCIATION#NMAMA / @MICHAELJBARBERMarch 2013
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ABOUT MELUNCH AND LEARN | NEW MEXICO AMERICAN MARKETING ASSOCIATION#NMAMA / @MICHAELJBARBERMarch 2013
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MICHAEL BARBERDirector, Digital Strategy | COHNcohnmarketing.commichaeljbarber.com@michaeljbarber
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THE MOBILE REVOLUTION
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Mobile Is The Future, And There's No Such Thing As Communication Overload.Eric Schmidt, Google Chairman
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THE MOBILE REVOLUTION
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Mainframe1 million units sold in first ten years
THE MOBILE REVOLUTION
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Minicomputer10 million units sold in first ten years
THE MOBILE REVOLUTION
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PC100 million units sold in first ten years
THE MOBILE REVOLUTION
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Desktop Internet1+ billion in first ten years
THE MOBILE REVOLUTION
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Mobile Internet10 billion sold in first ten years
THE MOBILE REVOLUTION
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Smartphones1.75 billion sold in 2012
THE MOBILE REVOLUTION
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Tablets84 million iPads sold in first two years
THE MOBILE REVOLUTION
Source: Apple September 2012 Keynote
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Galaxy S310 million sold since July; 30 million by December 2012
THE MOBILE REVOLUTION
Source: Samsung
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iPhone 5•2 million in first 24 hours
•10+ million sold the first week
•50 million by December 2012
THE MOBILE REVOLUTION
Source: Apple, JPMorgan
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This is not a bubble, it is a revolution.
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Don’t believe me? Trust Marmite.
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Marmite = My Grandma
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But, we have a problem.
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70% of businesses don’t even have a mobile website.Google
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HOW DO WE SOLVE THIS?
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AGENDA
Understand the audienceMobile trends and statistics
Understand the techThe technology driving the revolution
Understand tools that make this easierTools to make adoption easier
What’s next?
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MOBILE TRENDS AND STATS
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NMAMA MOBILE MARKETING #NMAMA / @MICHAELJBARBER25Source: Google, Mobile Marketing Association, IAB
SMARTPHONE PENETRATIONEntering the late innings
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SMARTPHONE PENETRATION BY AGEConsumers of today & tomorrow driving growth.
Source: Google, Mobile Marketing Association, IAB
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SMARTPHONE PENETRATION BY GENDERMen driving growth.
Source: Google, Mobile Marketing Association, IAB
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SMARTPHONE PENETRATION BY ETHNICITYMajorities are being reached across ethnicities.
NMAMA MOBILE MARKETING #NMAMA / @MICHAELJBARBER29Source: Google, Mobile Marketing Association, IAB
OPERATING SYSTEM (2012)Android wins, Apple grows.
NMAMA MOBILE MARKETING #NMAMA / @MICHAELJBARBER30Source: Google, Mobile Marketing Association, IAB
OPERATING SYSTEM (2011 vs. 2012)iOS & Android grow, Blackberry tumbles.
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OPERATING SYSTEM BY GENDERBalance across the sexes.
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OPERATING SYSTEM BY AGESimilar across age groups.
Source: Google, Mobile Marketing Association, IAB
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SMARTPHONE MARKETSHARE TAKEAWAYS
• More than 50% of the US population is now using a smartphone
• No major penetration differences between genders
• Slight penetration differences across ethnicities
• Significant penetration differences across age, specifically 50+
• Android has the largest smartphone marketshare across all ages, genders, and ethnicities (smartphone only).
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This is only half the story.
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TABLET MARKET STATSiPad has revolutionized & cannibalized this product category.
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TABLET MARKET STATSLots of growth in the 7” market, hence iPad mini.
Source: iHS iSuppli Research
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TABLET MARKET STATSCategory is growing quickly, but iOS will continue to lead.
Source: Google, Mobile Marketing Association, IAB
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TABLET MARKET STATS
•17 million iPads sold April-June 2012; 84 million total iPads sold all time
•More iPads sold than any PC manufacturer sold PC’s this year
•7” market is driving growth this year (Kindle), iPad mini
•Android & Windows will grow, but iOS will continue to have the largest marketshare for now.
•91% of all tablet web traffic comes from iPads
•Tablet (iPad) is driving post PC era
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THE APP STORESA tale of two, and maybe a third.
700,000iOS apps250,000iPad apps
600,000Android apps250(ish) Tablet apps
Unknown numberAmazon apps
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MOBILE CHANGES CONSUMPTION PATTERNS
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WEB TRAFFIC50% via mobile devices by this year.
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EMAILDaily usage of mobile email over 50%.
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SOCIAL91% of mobile users consume social media on their device
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SEARCH62% of users search on their smartphone, daily.
Source: Google, Mobile Marketing Association, IAB
http://www.google.com/think/research-studies/creating-moments-that-matter.html
GOOGLE/NIELSEN MOBILE SEARCH MOMENTS REPORT
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APPS• Average iOS user engages with 100 apps per
month• 36 billion apps will be downloaded this year• 136 billion apps will be downloaded in 2017• Users spend on average 94 minutes per day on
mobile apps
Source: Apple, Google, Mobile Marketing Association, IAB
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ALWAYS ONAnd, always with us.
Source: Google, Mobile Marketing Association, IAB
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DAILY LIVESUsage is ubiquitous.
Source: Google, Mobile Marketing Association, IAB
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USAGE IS GOING UPConsumers say they are shifting their habits.
Source: Google, Mobile Marketing Association, IAB
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BUSINESS INTERACTIONConsumers use mobile to begin & end their interaction.
Source: Google, Mobile Marketing Association, IAB
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APP & SITE TECHLUNCH AND LEARN | NEW MEXICO AMERICAN MARKETING ASSOCIATION#NMAMA / @MICHAELJBARBERMarch 2013
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MOBILE APP TECHNOLOGY
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HTML5
MOBILE APP TECHNOLOGYThe options create confusion.
Software Development Kit (SDK)
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HTML5Just the next iteration of HTML, the backbone of the web.
• A set of browser specs by 2 standard groups: W3C (World Wide Web Consortium) and WHAT (Web Hypertext Application Technologies)
• Brings capabilities of web apps closer to those of native apps
• UI tools, off-line storage, 2D graphics, plugin-free video/audio, geo location, speed and communication
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SOFTWARE DEVELOPMENT KITNative experiences built for specific operating systems.
• Mobile operating systems with set development standards
• Two-types: free and open-source or proprietary and closed source
• Provide access to APIs (ability to make things do things)
• Push notifications
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Cross-platform capability
THE KEY DIFFERENCE
Operating system specific (e.g. Android app works only on Android
devices)
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HTML5Pitched as the future of web apps.
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MANY BENEFACTORS, NO CLEAR LEADERAll pushing and hyping HTML5 for their own unrelated reasons
Apple looking to move the web away from Flash
Google searching for more ways to commoditize complements
Facebook aiming to break-down Apple/Google silos and distance Adobe
Microsoft to onboard web developers onto Windows 8
Mobile operators hoping to regain control lost to native platforms
Qualcomm aiming to create a competitive advantage for its chips
Brands looking use web as a low-cost way to go cross-device and cross-screen
Adobe aiming to sell tools that facilitate web-to-native hybrid apps
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HASN’T PLATEAUED YETHTML5 is just past the peak of expectations.
• Fragmentation across platforms (iOS, Android, BlackBerry, Windows Phone)
• Challenged to compete with native user experience• Lack of distribution channels and monetization for web
apps
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FRAGMENTATIONHTML5 doesn’t work the same across all platforms.
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0 50 100 150 200 250 300 350
iOS 5.1
BlackBerry OS 7
Android 4.0
Bada 2.0
Android 3.2
Android 2.3
Amazon Silk 1.0
Windows Phone 7.5 (Mango)
HTML5 Test Score
Source: html5test.com, April 2012.
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HTML5Facebook pushed HTML5 and stumbled
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HTML5Positives & negatives, good for non-Facebooks.
Positives• Cross-browser/platform• Ease of distribution• Access to native features• Search engine relevance
Negatives• No push notifications• No native experiences• Less ability to massively scale
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MOBILE WEBSITE OPTIONS
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MOBILE WEBSITE OPTIONSm{dot}
2 Separate Sites - 1 mobile, 1 desktop• Mobile-specific site tailored for a specific environment• More affordable• Requires maintenance on both sites• Different URLs• Risk of content duplication
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MOBILE WEBSITE OPTIONSDynamic serving
1 Site - Device dictates content served• Site tailored for a specific environment - smartphone, tablet• No risk of content duplication• Requires maintenance on both sites
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MOBILE WEBSITE OPTIONSResponsive
1 site• Responds to the screen size• Updates happens across both sites• Same URLs• Google likes this option• More intensive design process
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MOBILE WEB APPS/TOOLSMobify
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MOBILE WEB APPS/TOOLSMojaba
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MOBILE WEB APPS/TOOLSMojaba
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MOBILE WEB APPS/TOOLSTiggzi
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USE WORDPRESS?Consider responsive themes.
The Theme Foundry
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EMAILMore emails read on mobile than webmail.
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EMAILDesign options & tips
• Responsive available• Single-column option• Email providers have responsive templates available• Design with clear sections• Make buttons/CTAs thumb-friendly• Font size 18+ looks great
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PAID ADS: SEARCH & DISPLAY
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PAID MOBILE ADSTips & insights
• PPC• Same character lengths• Consider targeting options (geo, demo,
retargeting)• Click to call options available• LANDING PAGES MUST BE MOBILE FRIENDLY
• Display/banner• Clear CTA• Images help• LANDING PAGES MUST BE MOBILE FRIENDLY
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PAID MOBILE ADSMobile ad networks
http://www.flickr.com/photos/fidelman/5282509966/
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PAID MOBILE ADSMobile ad network types
Blind&
Blind&inventory&
Less&than&premium&sites&
CPC&op6ons&
Premium&Blind&
Blind&inventory&
More&premium&sites&
Variety&of&pricing&models&
Premium&networks&
Known&inventory&
Focus&on&premium&publishers&
CPM&model&
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SMS / TEXT MESSAGING
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SMS, YEP STILL WORTH ITTips & insights
• Still have 40% of the market on feature phones• SMS great for immediacy (coupons, surveys)• Conversion can be epic• Relatively inexpensive• Cost drivers are number of messages, shared/
dedicated shortcode, and vanity keyword
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SMS / TEXT MESSAGINGComparison to push notifications
http://5thfingerblog.files.wordpress.com/2012/05/smsvsapps.jpg
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SMS / TEXT MESSAGINGProviders
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AMAZING! NOW WHAT?LUNCH AND LEARN | NEW MEXICO AMERICAN MARKETING ASSOCIATION#NMAMA / @MICHAELJBARBERMarch 2013
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STEP 1Immediately focus any current digital planning around mobile.
• Ensure any upcoming website redesign is mobile first• Begin testing other mobile-optimized opportunities across
other digital efforts (e.g. email, search marketing, display/ad campaigns)
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STEP 2Determine short & long-terms objectives.
• What are we trying to do?• Increase brand awareness• Increase sales• Increase retention
• How will mobile make us money?• Focus on ROI
• How do we get to market quickly?• How do we build long-term value?
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STEP 3Develop customer, client, and employee survey.
• Leverage current customer database as well as other consumer research tools such as Google Insights
• Find the insights to interest and adoption• You need to answer? What will make people interact and talk
about the app/site?
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STEP 4Understand where your customers are and what they want.
• Review web analytics for baseline understanding• Leverage current customer database as well as other
consumer research tools such as Google Insights• Find the insights to interest and adoption• Need to answer?
• What will make people interact and talk about the app/site?
• How can we start dialogues with current and prospective customers via mobile?
• How can we make their lives easier?• What information do they need on the go?
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STEP 5Develop mobile marketing brief or incorporate within yearly marketing plan.
• Bring together goals, insights, and customer needs with yearly tactics and budget
• Work with agency partners to build this together
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RESOURCES
• Amex Open Forum - http://www.openforum.com/• Mobile Marketer - http://www.mobilemarketer.com/• Mashable Mobile - http://mashable.com/mobile/• #mobile on Twitter
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QUESTIONS?LUNCH AND LEARN | NEW MEXICO AMERICAN MARKETING ASSOCIATION#NMAMA / @MICHAELJBARBERMarch 2013